Wine tourism is projected to hit US$138.4 billion (£103.15 billion) by 2033, becoming a major driver of global tourism as travellers increasingly shun standard sightseeing for immersive, authentic experiences such as wine tastings, harvest experiences and bike tours.
New data from Persistent Market Research shows how vineyard tourism is rapidly developing from a niche pastime to key force in the global tourism sector. The global tourism market is expected to surge at a CAGR of 13% between 2026 and 2033, thanks to a shift towards experiential travel.
Europe still draws the biggest crowds – accounting for nearly two out of five global transactions in the wine tourism sector. Classic regions, including Bordeaux, Tuscany and La Rioja, still unmissable hotspots on any wine lover’s itinerary, and are enhancing the visitor experience through improved transport networks and hospitality infrastructure. Rail connectivity, cycling routes and winery accommodation all boost dwell time, and all in all, the continent accounted for 42% of market share in 2025.
While Europe’s still top dog in terms of visitors, Asia-Pacific emerges as the fastest-growing wine tourism region. The region made up 32% of market share in 2025, and is forecasted to blossom by 15.2% per year until 2033.
Persistent Market Research puts this down to rising middle-class demand and expanding wine tourism infrastructure. Ningxia in China is swiftly becoming a go-to destination for wine tourists, bolstered by state backing and climbing local appetite.
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